12-Volt at Retail
Brettler cited the normal demographic for mobile electronics to be aged 18 to 49 and primarily male. For mobile video, he said the demographic was about the same, except with the age beginning at 25 to 30, and the men usually have more discretionary income and are likely to be the head of a family.
Cofield, who is also the chairman of the board of the Mobile Electronics Retailers Association, agreed that the mobile video market was broader than the general mobile electronics market. "It appeals to an older audience than mobile in general," he said.
However, at some of Cofield's Custom Sounds locations in largely Hispanic communities, mobile video is selling more to the younger, hip demographic, who use the systems for video games, homemade videos and music videos, "so [the driver] can still get the enjoyment of jamming, but their passengers get to watch the video as well," Cofield said.